India bans streaming apps you’ve never heard of — but millions watch

India has ordered the blocking of 25 streaming services — many with millions of viewers and even paying subscribers — for allegedly promoting “obscene” content, in one of the South Asian nation’s biggest digital crackdowns yet. The order affects lesser-known, but wildly popular services like Ullu and ALTT that cater to the country’s mass-market appetite for adult and edgy entertainment.

This week, the Ministry of Information and Broadcasting issued directives to block access to websites and apps linked to 25 streaming services, citing provisions of the Information Technology Act of 2000 and the IT Rules of 2021, TechCrunch learned.

The order came months after the National Commission for Protection of Child Rights and a Parliamentary Standing Committee on Information Technology raised concerns about mature content being streamed on these platforms without adequate safeguards.

The Indian government contacted internet service providers and app stores, including Google Play and the Apple App Store, earlier this week to restrict these streaming services, a source privy to the matter told TechCrunch.

Some of these services, especially the major ones with millions of subscribers, remained live at the time of filing this article.

Google and Apple did not respond to requests for comment. The information and broadcasting minister also did not respond to an email sent Friday.

Of the 25 streaming services, 10 offered in-app purchases through their apps on Google Play and the App Store, generating a cumulative $5.7 million since launch with nearly 105 million downloads, per the Appfigures data exclusively shared with TechCrunch. The wide gap between in-app purchases and downloads is primarily due to their low subscription costs — significantly lower than Netflix and other global platforms in India.

Notably, some of these streaming services were either never listed on traditional app stores or had been removed earlier, and instead offered their apps as direct APK downloads. As of publication, some of these APK files were still accessible through their websites or third-party platforms.

Earlier this month, Indian production company Balaji Telefilms, the parent of ALTT, disclosed that its streaming app generated ₹202.6 million ($2.3 million) in revenue by adding 1.06 million subscribers in 2025. ALTT’s content was watched for more than 5.8 million hours, garnering 160 million annual views, the company said.

ALTT’s app was no longer available for download through Google Play and the App Store in India, and its website was inaccessible on most Indian ISPs at the time of filing this article.

Balaji Telefilms did not respond to a request for comment on the ban.

Ullu, another relatively prominent streaming service named by the Indian government, remained available via its app on the Indian Play Store, and its website was accessible as well. The service’s iOS app, however, was not available for download from the Indian App Store.

Ullu Digital, the parent company of Ullu, reported a net profit of ₹212.3 million ($2.5 million) for the financial year 2024, per its regulatory filing reviewed by TechCrunch. The company posted a revenue of ₹931.4 million ($11 million) and declared a net worth of ₹2.08 billion ($24 million).

Ullu Digital did not respond to requests for comment.

Alongside millions of dollars in subscription revenue, these streaming services were also attracting millions of global visits to their websites.

Ullu saw nearly 10% year-over-year growth in worldwide traffic, reaching 1.9 million visits in June, while ALTT recorded over 130% growth to 776,400, per Similarweb.

In India, Ullu recorded 18.9% year-over-year growth, reaching 1.8 million visits, while ALTT saw a 157.8% increase to 696,200 visits, Similarweb data shows.

Importantly, this is not the first time the streaming business has seen a crackdown in India. Global platforms, including Amazon Prime Video and Netflix, often face instances of censorship by the Indian government.

However, even stricter actions are seen in cases of obscenity despite a lack of clarity on regulations, as watching explicit content featuring fully consensual interactions between adult actors in a private space is not a crime.

In 2023, the then Indian information broadcasting minister warned streaming platforms not to serve abusive and obscene content. New Delhi has also blocked thousands of websites streaming pornographic content. On a plea to regulate sexually explicit content in April this year, India’s Supreme Court also issued notices to streaming platforms and the Indian government.

That said, curbing obscene content remains a challenge even for the Indian government. Smaller streaming services — like those targeted in this crackdown — often reappear under new names, apps, and domains. It is equally difficult for intermediaries like Google, Apple, and internet providers to fully block access, as these platforms often spread through alternative channels and use social media platforms like Instagram and YouTube to attract viewers.